[ADC solution from Ericsson automatically configures a mobile phone model to a user assisting operators in initiating service activation.]

Ericsson has launched its Automatic Device Configuration (ADC) solution, allowing mobile network operators to tailor-make the right services for every consumer. The solution allows operators to identify which device is being used and the most relevant choice of services that can be offered. It also offers complete service activation from day one.

As a leading supplier in device management, Ericsson is the first to offer network-based active device management solutions that enable operators to take an active approach in marketing and determine which services should be offered and to whom.

Gunilla Fransson, Ericsson Service Layer Vice President, says: "We see tremendous potential for services beyond voice. Thanks to our active device management solutions, operators can now reach the millions of users that are excited about their services."

Ericsson's Consumer Lab research shows that configuring a phone is a major barrier to use of mobile services, with over 60 percent of consumers finding it difficult to activate services once they have the settings in the phone.

Ericsson's ADC identifies which phone model a user has and stores the information in a database, automatically offering the correct mobile phone configuration to the user. Furthermore, users can automatically be assisted with activation of services; for example, registration of MMS.

For operators, active device management goes beyond device configuration; it provides a new way to initiate service activation, including support for remote software updates and a number of applications related to Open Mobile Alliance (OMA) device management standards.